Travel and Hospitality Industry Social Media Benchmark Report
Find out how your brand stacks up against travel and hospitality industry leaders.
Download the full travel and hospitality industry benchmark report to see the latest averages, statistics, and key metrics across the industry. Use these findings to set clear goals, sharpen creative, and discover where you’re winning or have opportunities to grow.
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Key Takeaways: 2026 Travel and Hospitality Industry Benchmark Report
- TikTok is creating more room for discovery. Video views are flat, but reach is up 14%, with engagement holding steady at 3.5%.
- Reels remain Instagram’s strongest format. Views are up 20%, and while static images and Reels drive similar reach, Reels generate stronger engagement.
- YouTube rewards a focused approach. Travel brands are posting less, but views are up 181%, showing that intention matters more than frequency.
Travel and Hospitality Industry Benchmarks and Statistics
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What Top Travel and Hospitality Brands Are Doing Differently
United’s feed is playful and irreverent, while staying informative for travelers. Not planning a trip? The brand’s feed still speaks to users from all walks of life with funny quips and distinctive takes on trending sounds.
On YouTube, KAYAK focuses on the simplicity and convenience of its platform through bite-sized, comedic clips, earning over 60M views. The brand captures and retains attention with entertaining, comedic content, while reinforcing its core product.
Pittsburgh International Airport gets ahead of traveler questions and concerns with content covering new routes, restaurants, terminal updates, and other relevant happenings. By grounding that content in local pride, the brand resonates with travelers and locals alike.
How Have Travel and Hospitality Benchmarks Changed Since Our Last Report?
From Destination-Led Content To Personality-Led Content
Previously, travel content focused on scenic views and destination highlights.
Now, travel brands incorporate more humor, creators, and brand voice to stand out in crowded feeds.
What changed: Personality and entertainment now play a larger role in driving engagement.
From Inspiration Only To Utility-Driven Content
In our last report, content centered on aspiration and travel inspiration.
In 2026, brands balance inspiration with useful information like travel tips, updates, and FAQs.
What changed: Content that helps users plan or navigate travel performs better than inspiration alone.
From Long-Form Tours To Short, Digestible Video
In 2025, YouTube leaned more on longer tours and in-depth guides.
Recent data suggests that shorter, structured videos are driving higher views and retention.
What changed: Audiences respond to quick, focused content that delivers value upfront.
What’s a Good Engagement Rate for Travel and Hospitality Brands?
Travel brands should aim for an engagement rate between 3.0% and 3.5% on TikTok, and between 2.0% and 2.5% on Instagram.
What Types of Content Perform Best for Travel and Hospitality Industry Brands?
Short-form video drives the strongest results, especially when content blends humor, personality, and travel inspiration. On TikTok, brands like NYC Ferry outperform with comedic, personality-led content, reaching 38.5% engagement. Visual-first content also performs well, with brands like Mr. and Mrs. Smith using simple destination footage to maintain strong Entertainment Scores.
On Instagram, performance comes from utility and relevance. Pittsburgh International Airport leads by answering common traveler questions and sharing timely updates, while brands like Morey’s Piers focus on bright, experience-driven visuals. With average engagement at 0.4%, content that combines helpful information with clear visuals is what sets top-performing travel brands apart.
On YouTube, concise and focused videos drive higher views. KAYAK reached 60.8M views with short, comedic clips that quickly highlight product value. With average views at 143K and 99% retention, content that is direct, easy to follow, and tied to travel decisions performs strongest.
How Our Travel and Hospitality Industry Benchmarks Are Calculated
Dash Social pulled a sample of global companies across TikTok (n=1,361), Instagram (n=3,363), and YouTube (n=616) analyzing their activity between July 1, 2025 to December 31, 2025 to determine average performance against a predetermined set of KPIs. These benchmarks include organic, boosted and promoted content but exclude paid ads. They apply to handles with at least 1K followers, covering both customers and non-customers.
Download the Full Travel and Hospitality Industry Report
Dash Social’s benchmark report takes you through the latest metrics behind discovery, viewership, and how leading brands stand out on social.
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Social Media Benchmark FAQs
How often should travel brands post per week?
Travel brands post about four times per week on TikTok, five times per week on Instagram, and three videos per week on YouTube. Consistency matters, but performance is tied more closely to content quality and relevance.
Is TikTok more important than Instagram for travel discovery?
TikTok plays a larger role in discovery and engagement, with higher engagement rates and stronger reach potential. Instagram remains important for scale and ongoing audience connection, especially with an average follower base of 1.7M.
What content strategies do leading airlines use?
Top brands combine humor, helpful information, and strong visuals. Airlines focus on timely updates and relatable travel moments, while hotels and travel platforms lean into destination visuals, short guides, and creator-led content to drive interest and bookings.